Strategies to counteract marketing to low SES women could include (1) counteracting price discounts and direct mail coupons that reduce the price of tobacco products, (2) instituting restrictions on point-of-sale advertising and retail display and (3) creating counteradvertising that builds resistance to psychosocial targeting of low SES women. These women are also targeted with menthol cigarettes, which makes strong action on menthol an important health equity issue that the FDA still has not addressed (by simply banning menthol).